Harry’s had a point of difference: Quality, affordable razors delivered to your door every month.
We gave them a point of view: Shaving (or not) is about shaping who you are, not just your hair.
Shifting expectations.
With competitors like Gillette adapting to shifting expectations that brands stand for something, Harry’s needed to exist beyond a functional benefit in order to grow market share.
Beyond elimination.
The problem is, the act of shaving — and the razor industry at large — aren’t about addition. They’re reductive. Shaving is an elimination and shave brands up until this point believe in removing imperfections and promoting uniformity.
Towards identity.
Harry's values openness, acceptance, embracing individual quirks and what makes everyone unique, because they believe the future is brighter when everyone has the freedom to be their true selves.
Which influenced how Harry’s showed up in culture.
And the products it made.
